Pernod Ricard Korea announced that it will host the Ballantine's Single Malt Glenburgie Pop-up Store, titled "Ballantine’s Single Malt Glenburgie: Unveiling Centuries Old Secrets," at Shinsegae Department Store Centum City in Busan until August 10 (Thursday).
Themed "Unveiling Centuries Old Secrets," the pop-up store offers visitors a space to explore and experience the secrets of Ballantine's Single Malt Glenburgie, which have been guarded for over 200 years.
This Ballantine's Single Malt Pop-up Store will take place in a separate area on the first basement floor of Busan's largest department store, Shinsegae Department Store Centum City. Having been renovated as the largest young fashion store in the country in February, Shinsegae Department Store Centum City targets young consumers, including Gen Z. With the anticipation of many tourists visiting Busan, a representative vacation destination in Korea, during the summer vacation season, the pop-up store was arranged at Shinsegae Department Store Centum City, a landmark in Busan, to provide more consumers with a firsthand experience of the brand.
Ballantine's Single Malt Glenburgie, one of the three main malt whiskies playing a significant role in Ballantine’s whisky blending, originates from the Glenburgie Distillery, which is at the heart of Ballantine’s whisky. The Ballantine's Single Malt Pop-up Store will showcase not only the product's unique heritage but also the essence of Ballantine's Single Malt.
At the pop-up, visitors can experience the Glenburgie Single Malt lineup of 12 Year Old, 15 Year Old, and 18 Year Old, while appreciating the quintessence of whisky through captivating visuals representing the four essential elements in crafting the finest whisky: a space designed to resemble the Glenburgie Distillery, located in the Speyside region of Scotland, known as the holy land of whisky; malted barley, a key ingredient in whisky making; an artwork depicting the natural mineral water flowing in neighboring areas of the distillery; and a structural piece symbolizing the distillery and the time taken for whiskies to mature in oak casks.
Furthermore, the pop-up will also offer a tasting program for visitors to experience Ballantine's Single Malt Glenburgie firsthand. The tasting program allows consumers who visit the pop-up store to taste the three variants of Glenburgie and provides in-depth explanations about whisky, offering a special brand experience. In particular, a special aroma tasting will be prepared for each product, allowing consumers to intuitively feel the unique characteristics of each variant.
Miguel Pascual, Marketing Director of Pernod Ricard Korea, said, "We hope many consumers in Busan will have a special experience uncovering the secrets of Ballantine’s single malts, concealed for over 200 years, and its tradition and quality."
The Ballantine’s Single Malt Pop-up Store welcomes all legal adults free of charge during the operating hours of the department store. Ballantine’s 12 Year Old, 15 Year Old, and 18 Year Old Single Malt Glenburgie will be available for purchase at the pop-up, along with a diverse range of visual attractions and a hashtag event.